In the wonderland of agarbattis

The agarbatti or joss stick or incense stick is an item that is found in every home. It is believed that the Gods love the scent, and the smoke that billows out from the burning agarbatti act like magic on those who are within its range. It is a product that used to fall into the category of a cottage industry, but has now been relegated to something much more. It is a product that must be sold, and an aggressive marketing technique is essential to exploit its export potentials.

In order to achieve this objective, the industry has roped in celebrities from the movie world to cricketers. There is an aging heroine who, with her daughters, beams at the priest and offers packets of agarbatti instead of flowers. The reason is simple – her daughter forgot to bring flowers and the mother offers the agaratties as an alternative. Wonder how agarbatties can substitute flowers during the anjali (floral offerings)!
Then there is an actor in his 70s who also is a fan of agarbatties. In fact, of late, he is seen to be endorsing any and every product that comes his way. His appearance in movies have reduced because the younger crowd has edged him out, but he probably wants to remain in focus to ensure that people do not forget him. As the saying goes – out of sight is out of mind.
And then there are the cricketers. They are also seen to endorse agarbatties. They have a reason – before the start of any major game, they invariably make a beeline to the temple for a meeting with the Gods to seek their blessings. All of them extoll the virtues of the incense stick. Wonder when the yoga guru will enter the field and who he will select to endorse his brand.


Image courtesy wikimediacommons.org

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Durga had returned to her abode in Mount Kailash and was settling down to another dreary routine life when Lord Shiva called her.
‘Did you hear anything about this new fad of immersion carnivals?’ he asked.
‘Immersion carnival?’ Durga was surprised.
She came over to Shiva and looked at the TV screen – it was a live demonstration of immersion processions presided over by the grand lady of Bengal. It is rumored that not a single leaf dares to turn or a bird dares to sing or a dog dares to bark without her permission.
‘Seems to be an interesting affair,’ Durga said as she sat down beside Shiva.
‘People are comparing it to the Rio Carnival,’ Shiva remarked.
‘That is noisier, livelier and more colorful,’ Durga said.

‘But, can this Sharad carnival draw audience from abroad?’
‘Time only can tell that,’ Durga replied.
‘I hear she had the idea during her recent visit to Europe,’ Shiva said. ‘She has already installed a Big Ben in the city and will have a giant Eye soon on the Hoogly. Probably she feels that foreigners will be impressed if they can get all such landmarks compressed into one city. A street carnival will add some weight.’
‘She certainly has outlandish ideas,’ Durga added. ‘There are rumors that next year onwards, the festival will be a 10-day affair.’
‘That means your annual trip will be a 10-day one?’
‘Yes. And – you’ll have to fend for yourself for ten whole days.’
‘Don’t worry about me. I’ll manage,’ Shiva assured. Inwardly he was happy, he would enjoy still more ganja. ‘You worry about yourself. You will have to remain cooped up in the pandals for ten days. It will be a terrible experience in the hot, humid surroundings.’
Durga laughed.
‘The organizers will install air conditioners and air blowers,’ she said. ‘They will replace the agarbatti manufacturers and become the main sponsors.’
‘Why not hand fans?’ Shiva asked. ‘It could give a boost to the hand fan manufacturing industry. If properly marketed, it could earn recognition among the foreign tourists who would be to watch the gala immersion parade on Red Road.’
Durga did not have any ready answer. (to be continued …)


Image courtesy wikimediacommons.org


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